Lynx, the UK’s number one male toiletries brand, has announced plans to bring its Fine Fragrance Collection to life with a revolutionary ‘Lift & Smell’ activation. The brand said the launch is designed to get shoppers interacting and engaging with the premium range at fixture in a way that has never been done before in the UK.
The ‘Lift & Smell’ fragrance tester trays are part of Lynx’s new branded bay fixtures, which are launching across Tesco and Sainsbury’s, bringing together male deodorant and male skin cleansing products on the same fixture for the first time. The tester trays allow shoppers to smell the new five-strong Fine Fragrance Collection at fixture. Key messages are communicated on the point of sale, such as ‘smell finer than the finest fragrances’, to pique the interest of shoppers and encourage them to try it.
More retailers will join the total bay transformation journey and are already landing permanent ‘Lift & Smell’ trays on their shelves.
The permanent Lynx branded ‘Lift & Smell’ execution is one element of Unilever’s investment in permanent POS across its deodorant portfolio in more than 2,000 grocery and health and beauty retailers over the coming months. This activation is part of a £1M investment in permanent point of sale across Unilever’s deodorant portfolio.
Monique Rossi, General Manager of Deodorants at Unilever UKI, said: “Personal care is a category that is designed to tap into the senses, but the aisle can leave shoppers feeling underwhelmed … We constantly look at how we can bring theatre to the in-store experience and this sizable in-store investment across our deodorants portfolio is unmatched in the category. This is a key lever in our Unilever Deodorant transformation strategy that we started 2 years ago, to educate shoppers about our superior products at fixture and drive category growth through trade up. When considering the best way to showcase the scents in the Lynx Fine Fragrance Collection, what better way to do that than to engage shoppers at fixture and let them smell each fragrance before they choose which one they want to purchase.”
